Main Subject - Business

What happened when Hershey's paid to have Reeces Pieces integrated into the movie, ET? Sa

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

les of Reecies Pieces shot up by 65% in the weeks following its theatrical release. This

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

tells you that product placement works. And, it can work better than mainstream advertisi

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

ng if done properly.

Paid product placement in the movies has been happening for many ye

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

rs. But relatively new is paid product placement marketing in radio and television. If it

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

works in the movies, it's only logical that it would work in TV and radio. We've seen it

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

in many reality shows like The Apprentice, Survivor, and American Idol. Now, it's happen

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

ng in radio, as well.

One particular radio station, KZPS, in Dallas, Texas is changing t

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

o a commercial free format. Instead of the usual 30 second commercial spots that interrup

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

t regular programming, the DJ will mention and promote products conversationally, integra

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ing it better and making it seem like an editorial vote for the product.

I predict that

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

this will work better for the advertiser because it will seem like the radio personality

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

endorses the mentioned products (even though they are paid to endorse them). Just like ET

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

was paid to endorse Reeces Pieces and the candy became an instant success because of tha

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

.

This successful marketing tactic is not short of its critics either. Many are ethicall

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

y against product placement in movies, television, and radio, including David Lynch who r

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ecently voiced his concerns. But I like it. One reason is that if the trend continues, te

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

evision and radio commercials that interrupt regular programming may one day become extin

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ct and replaced by paid product placements inserted into the regular program. I'd rather

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

have that than a three minute interruption every fifteen minutes to broadcast commercials

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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